PROBLEM
20+ brands combined under a merged company with B2B and B2C target audiences and a smattering of a social media presence.
Two global aftermarket auto parts companies merged to create a single company with nearly 20 sub-brands between them. With multiple target audiences, including distributors, retailers, auto repair shops of all sizes, but no direct sales to consumers, the company needed a social media presence that would drive awareness with key decision-makers and build a relationship with consumers who would ask for their products by name. But first, the merged organization needed to know just how many of their brands’ social media channels were active across their new portfolio.
SOLUTION
-
Identification and audit of all brand social accounts
-
Consolidation of social presence
-
Goals and benchmarks
-
Implementation of social media management
After an audit of all brands’ online presence, including websites, social channels and accounts, and mentions in conversational media, WideFoc.us returned with a set of recommended next steps, from consolidating most brands into a combined set of social channels to maintaining other brands’ platforms to leverage their current fan base and increase interactions and affinity. WideFoc.us also developed goals and benchmarks around implementation of these changes, a content calendar that encompassed all brands, and social ad strategies and budgets.
RESULTS
-
Social strategy and management of B2B and B2C channels
-
Real-time engagement with retailers and consumers
-
Monthly reach of 1.3 million with 84,000+ followers
WideFoc.us ran three branded Facebook pages, two Twitter handles, one Instagram account, a LinkedIn channel, and a consolidated YouTube account for this client. The primary brand was focused on thought leadership in a highly competitive industry, along with building B2B demand from distributors, auto parts stores (chains and SMBs), and repair shops, while sub-brands focused on encouraging DIY auto enthusiasts to ask for parts by name. Content — focused on everything from jargon-heavy, specific parts categories, to one brand’s pro racing sponsorships, to curated content around the auto industry, racing, and performance enthusiasts — drove audience engagement and post shares by distributors, racers, and retailers. Real-time social media efforts included daily conversations with followers and influencers on both Twitter handles, racing results updates on Facebook, and interactions with car lovers and sponsored racers on Instagram.
The first six months of community management was centered on organic growth, driving 6,364 new fans to social channels, with total impressions/reach increasing by 1.3 million. With more than 84,000 fans and followers interacting with content every day of the week, organic reach was consistently in the hundreds of thousands month after month. With dedicated social ad campaigns focused on increasing the fan base, on-page engagement, and website clicks, all channels achieved a steady growth trajectory.
WideFoc.us Services
-
Daily Interactions on Facebook, Twitter, LinkedIn, and Instagram
-
Contest and campaign strategy and execution
-
Website promotion
-
Collaboration with online influencers
-
Engaging in cross-platform conversations
-
Advanced Facebook pixel advertising campaigns
-
Twitter advertising
-
Real-time monitoring for customer service and reputation management
-
Monthly reporting for all channels and Google analytics
